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Author O'Shaughnessy, John.

Title The marketing power of emotion / John O'Shaughnessy, Nicholas Jackson O'Shaughnessy.

Imprint New York : Oxford University Press, 2003.

Copies

Location Call No. OPAC Message Status
 Axe Books 24x7 Business E-Book  Electronic Book    ---  Available
Description 1 online resource (vi, 274 pages) : illustrations
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Bibliography Includes bibliographical references (pages 247-260) and index.
Contents Scope of emotion in marketing -- Generating emotion: value systems, emotive stimuli, and appraisal -- Generating emotion: beliefs and wishes -- Generating emotion: emotional responses -- Predicting, changing, and influencing emotional responses -- Branding and emotion -- Emotion in building brand equity.
Note Print version record.
Summary This work brings together and analyzes the role that emotion plays in the way companies connect with customers, develop new products, improve their strategic positioning, and increase their brand recognition.
Subject Consumer behavior.
Consumers -- Psychology.
Marketing -- Psychological aspects.
Advertising -- Psychological aspects.
Decision making -- Psychological aspects.
Emotions -- Economic aspects.
BUSINESS & ECONOMICS -- Consumer Behavior.
Advertising -- Psychological aspects. (OCoLC)fst00797734
Consumer behavior. (OCoLC)fst00876238
Consumers -- Psychology. (OCoLC)fst00876425
Decision making -- Psychological aspects. (OCoLC)fst00889058
Emotions -- Economic aspects. (OCoLC)fst00908824
Marketing -- Psychological aspects. (OCoLC)fst01010241
Publicité
Aspect psychologique.
Persuasion.
Prise de décision.
Émotion.
Marketing.
Comportement du consommateur.
Genre/Form Electronic books.
Added Author O'Shaughnessy, Nicholas J., 1954-
Other Form: Print version: O'Shaughnessy, John. Marketing power of emotion. New York : Oxford University Press, 2003 0195150562 (DLC) 2002070905 (OCoLC)49726373
ISBN 1423763165 (electronic bk.)
9781423763161 (electronic bk.)
9781602567719 (electronic bk.)
1602567719 (electronic bk.)
1280482168
9781280482168
9780195348668
0195348664
0195150562 (alk. paper)
9780195150568
Standard No. AU@ 000053218027
AU@ 000058045253
DEBBG BV042965518
DEBSZ 423793950
GBVCP 79944037X

 
    
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